News & Events
Direct Marketing in China Reaches New Frontiers
TNT Launches Key Initiative in Direct Marketing
Shanghai, March 30 - TNT, the leading global provider of Express, Logistics and Mail services, kicks off its Data Collection Campaign in Shanghai today as the initial step in building its Direct Marketing business in China.
As a concrete part of TNT's long-term investment plan in China, the Data Collection Campaign will begin in Shanghai and expand to 10 cities over the next 3 years. During the first wave, TNT will send out 5 million questionnaires via mailings, newspaper/magazine inserts, telephone and face-to-face interviews to collect consumer data for products and services ranging from cars to banking.
The databases available in the market place today tend to lack qualitative and up-to-date information. "Data is Direct Marketing's oxygen and without it, marketers will not be able to effectively reach their targeted consumers." noted Eric van den Berg, Director of Mail Development, TNT China, "We offer fresh, first-hand data provided consensually, allowing companies access to highly-targeted and receptive consumer segments."
Direct Marketing is a marketing channel that offers custom-tailored solutions for companies wishing to reach targeted market segments. Unlike mainstream advertising like TV or billboards, Direct Marketing allows marketers to provide information wanted by their target consumers when they want it. In China, Direct Marketing is still in its infancy and offers major growth potential. The average Chinese person receives only 8 pieces of direct mail per year compared with an average of 88 pieces per person in Europe. By 2010, 400 million urban residents in China will belong to the upper and middle class income brackets. These consumers will be the key drivers of urban economies. With increasing buying power and greater discerning tastes, effective channels like Direct Marketing will be needed to reach these consumers efficiently. The potential for China's Direct Marketing industry is estimated at between USD 100-200 billion per year.
"As the leading Express, Logistics and Mail provider, TNT helps companies deliver raw materials into their manufacturing sites and distribute their finished goods to their end customers through an efficient distribution network. Now, TNT China also helps companies find consumers who are interested in their finished products through the provision of useful, relevant consumer information. We believe this initiative will create substantial value for the marketers and the consumers," said Ken McCall, CEO, TNT China.
With 25 years of experience in Direct Marketing in 9 European countries, TNT is a trusted partner of millions of consumers and global companies. Every year, TNT sends out millions of consumer surveys and manages 80 million addresses for Direct Marketing programmes.
TNT will contribute its world-class strengths in Direct Marketing to develop the Chinese market . Developing qualified consumer data through the Data Collection Campaign is only the first step towards bringing consumers and marketers together. TNT will continuously enhance the data through on-going data management programmes to keep the information up-to-date and accurate for marketers.
As part of the Data Collection Campaign taking place in Shanghai from April 2 to July 15, TNT will offer a "Lucky Draw" incentive to attract more consumers to return their questionnaires with prizes ranging from a free trip to Paris, digital cameras, and mobile phones, to a VW Polo automobile. Every respondent who complete the questionnaire will also be given booklets of coupons for dining, fashion, beauty and spa venues.